McDonald's Pulls AI-Generated Holiday Commercial In the Wake of Public Outcry.

McDonald's has taken down a holiday commercial made with AI after facing significant criticism on social media.

The brief ad was created via AI video tools and was originally published publicly for McDonald's Netherlands back on 6 December.

Viewer Criticism and Decision to Pull

Soon after it aired, viewers on social media lambasted the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".

"This incident is an valuable learning as we explore the proper application of AI," said a spokesperson from the company.

The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that often go badly over the Christmas break, using the theme "the worst time of the year".

The Trend of AI Commercials

Adverts that feature AI-created content have become a growing trend among large corporations, particularly for the holiday season.

• Another beverage giant has recently launched consecutive AI-generated Christmas ads.
• Inherent Limitations: As segments produced using current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about short in length.
• Industry Concerns: The video also provoked worries about the replacement of human roles in the advertising industry, with some commenters stating it might affect work for actors.

Defense from the Creators

Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the project.

She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any standard production".

"This wasn't just an experiment," she said. "We consider it a film."

Divisive Public Reception

While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been more mixed.

For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "positive feedback" from online commenters.

However, various brands have also faced criticism for using the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".

The incident illustrates the continuing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.